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The 360 video/TV strategy view from Marcos Foglia

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The 360 video/TV strategy view from Marcos Foglia

And in the last few years Foglia has been in charge of rolling out one digital initiative after another for Artear. He will share his advice and experience during a session at the World News Media Congress in Cartagena, Colombia (12-14 June), entitledWhat is your TV/Video Strategy and should you have one?”

We reported about one of Foglia’s and Artear’s projects nearly two years ago, when the company had recently launched TN en Todas Partes, allowing Clarin’s cable news channel, Todo Noticias (TN), to be accessed from 14 different digital platforms. The project, which took a team of 25 people five months to complete, was put in place, “to create a disruptive and innovative digital platform for our audience from scratch. It was the first news site in Argentina built using responsive web design,” Foglia told the World Editors Forum at that time.

Here he shares his advice and updates on past and current projects.

With so many emerging native video platforms emerging (Facebook, Snapchat, etc.), what are some of the overall challenges/decisions facing news publishers? How does some of this impact newsroom organisation/workflow? Where does a publisher's own site play a role here?

TV channels are currently undergoing a transition as well. There has been a big increase in the consumption of VOD (video on demand), connected devices and video content on different platforms. Netflix is booming in Latin America. The appearance of Facebook Live, Periscope and Snapchat is transforming live streaming consumption on mobiles, user participation and vertical video production.

Millennials are watching more shows on digital devices than on traditional TV screens.

Companies like Netflix, NowThis or Maker Studios have developed a new way of user-centric content production.

Traditional media should develop a new workflow and strategy in this light. We are working hard on that. In a context of 24/7 distribution, media companies should be focusing on how to produce and distribute content quickly and appropriately on every single social network, with social curators and a team dedicated to coverage in real-time.

Given this scenario, inside traditional companies we must try to answer these questions:

  • How will the TV news channel business be affected?
  • How should TV channels produce and deliver videos?
  • What will the value of media brands be if content distribution is dominated by social networks?
  • What changes should a TV channel make to survive under this new scenario?
  • What must a TV channel learn from pure digital companies?
  • How can we integrate users as live broadcasters in our schedules?
  • How can we adapt TV production to the explosion of digital video production?
  • In this context, what is the most appropriate workflow and structure for a TV news channel?

Again, we are working hard to answer these kinds of questions.

Add in mobile video... does specific content need to be produced there, particularly if you think about Snapchat, i.e. probably shorter videos, etc.?

Definitely media companies should create specific content for each platform. What works best in Instagram is not necessarily good for Facebook. The same applies to Snapchat, where we are creating content that is not available on any other platform. We are also recruiting pure digital talent from outside the company [for this].

On the other hand, the Todo Noticias team is producing very good examples of 360 video (see top image).

It is also very important for us to broadcast live streaming in an excellent way. For example, during the last presidential elections in October, created nine simultaneous video signals for their audience, so that users could follow each candidate, rather than force then to watch the main TV signal.

At the same time, we offered various qualities of streaming, so video could be accessed by users from different devices and with different connection quality – 3G and 4G connections are still poor in Argentina.

What are some of the metrics that matter to you for video?

Metrics mainly depend of the platform that you are analyzing. Overall, we analyze the impact of the content at different moments of the day, number of views, number of users, dropout rate, types of access, audience characteristics, among other metrics. Then, specific data are analyzed related to each distribution platform.

How is TN en Todas Partes doing since its launch and how has that developed?

In 2015, we launched a new mobile experience for Todo Noticias (TN), the leading TV news channel in Argentina. We created an innovative mobile platform from scratch. The main objective was to reach mobile audiences on the most popular mobile platforms: phones, smartphones, and tablets. To develop this new mobile experience, we analyzed a big amount of data. The results in terms of audience were great.

We are also putting great effort into our social distribution and second-screen projects.

During 2015, TN was awarded as Best Mobile Application and Best Spanish Site Digital Media by the Eppy Awards. And Best Use of Online Video and Mobile Service by WAN-IFRA Latam.

What other projects are you working on?

In the news area, we are working to expand our digital portfolio. During 2015, for example, we launched (pictured above) in the province of Cordoba, and it was the fastest growing media company in the region.

In the entertainment area, we developed ElTreceTV, a second-screen application focused on Gamification and  it is working very well. It is attracting more than 10 million unique users a month and more than one million downloads in its application. It was the absolute leader in the entertainment category this past year.

In addition, in the last few months we presented the first application of a Latin American TV channel in the Apple TV store, as a new distribution window.

Regarding revenue, we are developing a more interesting integration between our content and advertisers.

We are always looking to improve the performance of our products and their integration with all possible distribution platforms.

You have been outspoken about the need for traditional media to "disrupt themselves" on the way to transformation... what are some of the ways your company measures your own transformation?

We are in an internal process of training in all areas of the company. We have more and more people involved in the digital area. And we´ll announce soon very important changes that shows the commitment of the company for the production of quality content for all platforms.


Dean Roper's picture

Dean Roper


2016-04-11 13:02

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